What’s Ahead for Content Marketing in 2016?

What’s Ahead for Content Marketing in 2016?

Storyation co-founder and head of content Lauren Quaintance gets out her crystal ball to predict what will happen in content marketing in Australia in 2016.

It’s December which means it’s time for the inevitable predictions about the year ahead. Since we launched our content agency Storyation more than two years ago we’ve seen things move at lightning speed.

You only need to look at the historic search volumes for the term ‘content marketing’ on Google (see below) to understand how quickly this relatively new discipline has gone mainstream.

Screen Shot 2015-12-09 at 11.07.22 am

While Australia is undoubtedly still a couple of years behind the US, we’ve seen more and more CMOs – especially in travel, financial services and insurance – add content to their marketing arsenal. So what’s ahead in 2016? Let me polish my crystal ball…

The Ad Blocking Apocalypse Will Continue

While ad blocking is more common on desktops than mobile so far, one in 10 internet users in the UK and the US now use an ad blocker.

Given that rates in some countries have doubled in 12 months – and mobile ad blocking is on the rise – we can expect that the age of ad blocking is here to stay. If nothing else, this will force more marketers to focus on creating content that people actually want to read and share.

There Will Be more Video Storytelling (Not Just Video)

There’s no doubt that video is a phenomenon to be reckoned with. By 2017 video will account for 69 per cent of all consumer internet traffic, according to Cisco.

But too few brands think that video is pretty pictures set to music which is, frankly, little more than visual wallpaper. As the market becomes flooded with more and more content in 2016, the brands that will truly stand-out out will be the ones who know every video needs an idea behind it.

The best and brightest will borrow from documentary filmmakers to find stories that move us – that make us laugh, cry and think.

More Senior, More Strategic Content Roles

This is already happening overseas. We’re seeing the rise of executive-level positions, such as the official-sounding chief content officer, that have a seat at the leadership table.

Instead of assuming that content marketing is a just tactic to be handed to a junior digital content or social media manager (as is so often the case in Australia) large global organisations such as Coca-Cola have identified someone needs to drive the culture and own the strategy and budget.

Long Form Will Become the New Short Form

It used to be that content marketing was driven almost entirely by SEO as brands battled to beat Google’s algorithms and get to the top of the first page of search results.

Performance in search is still important but as new tools such as Google’s Knowledge Graph – essentially pop-out boxes that circumvent the need to click on websites for answers to simple questions – brands will be forced to start tackling more complex topics.

Add to that the fact long stories are more likely to be shared on social media and you have a compelling case for long form.

But There Will Still Be Room for Micro Stories

But while there is undoubtedly a thirst for more substantial, nourishing brand stories it is also true that we are more impatient than ever.

Look at the success of Humans of New York on Facebook (a mere 16.2 million followers) and you will understand the power of visual stories with extended captions that capture an authentic true story. Not everything needs to be a 500-word blog post or a 90 second video.

Whatever comes to pass, in 2016 the need for good content that people actually want to consume – and that is strategically-aligned to your brand’s purpose – will only be greater.

 




Latest News

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne
  • Campaigns

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]

Activation Union Hires Bree Mankin As Managing Partner
  • Media

Activation Union Hires Bree Mankin As Managing Partner

Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]

Toyota Launches Integrated Electric Vehicle Campaign Via HERO
  • Campaigns

Toyota Launches Integrated Electric Vehicle Campaign Via HERO

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]

Canva Launches First Ever Podcast: Design Surfaces
  • Media

Canva Launches First Ever Podcast: Design Surfaces

Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]

SBS Launches Development Fund To Find Australia’s Next Top Documentaries
  • Media

SBS Launches Development Fund To Find Australia’s Next Top Documentaries

SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]

Resolution Nabs Sarah Truong From PHD
  • Advertising

Resolution Nabs Sarah Truong From PHD

Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]

Brisbane Unveils Bold New Tourism Campaign
  • Campaigns

Brisbane Unveils Bold New Tourism Campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]

Elle Returns To Australia
  • Media

Elle Returns To Australia

Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations
  • Marketing

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations

The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]